The global hookah mixes market is projected to record a CAGR of 4.25% during the forecast period due to the increasing popularity of cigarette alternative products.

Market Research Future has published a cooked research report on the Global Hookah Mixes Market, 2021–2028. The global hookah mixes market is projected to exhibit a CAGR of 4.25% during the forecast period of 2021 to 2028.

Market Highlights

The global hookah mixes market is projected to be valued at USD 964.45 million by 2028, recording a CAGR of 4.25% during the forecast period. The increasing popularity of cigarette alternative products is the major factor driving the market growth. The increasing number of hookah bars, lounges, and pubs further boosts the sales of hookah mixes in the market. Continuous demand for new flavors and growth of the organized retail sector in Asia-Pacific are expected to create new opportunities for active vendors in the global market.

Market Research Future has recognized the following companies as the key players in the global hookah mixes market: Mazaya, Hydro Herbal, Haze Tobacco, Hookafina, Inc., Social Smoke, Nakhla Tobacco Company S.A.E, Forever Gold, Al-Fakher, Fumari, and Starbuzz Tobacco, Inc.

Segmental Analysis

The global hookah mixes market has been segmented based on product type, flavor type, end-use, distribution channel, and region.

Based on product type the global hookah mixes market has been segmented into tobacco-based and non-tobacco based. The tobacco-based segment accounted for the largest market share of 83.40% in 2020. Hookah tobacco is also known as waterpipe tobacco, shisha, maassel, argileh, or narghile. It is a type of combustible tobacco that is smoked with a water pipe. The waterpipe is known as hookah. The three commonly used types of hookah tobacco are Jurak, Mouassal, and Tumbak. All three types of hookah tobacco contain different ingredients.

Based on the flavor type, the global hookah mixes market has been segmented into fruit, cotton candy, mint, chocolate, blends, and others. The blends segment accounted for the largest market share of 40.82% in 2020. Blends are a mixture of different flavors for enhancing the various flavors. There are various blends available in the hookah mix market. The most popular blends are fruit and mint mixes.

Based on end use, the global hookah mixes market has been segmented into bars & pubs, and households. The bars & pubs segment accounted for the largest market share of 76.26% in 2020. Hookah bars and pubs are places where people gather to smoke hookah together. Owing to the increasing popularity of shisha among millennials, the hookah bar, and pubs segment is experiencing a steady demand.  College students looking out for different experiences prefer hookah bars. As hookah bars provide an exotic ambiance, colorful atmosphere, and focus on group dynamics.

Based on the distribution channel, the global hookah mixes market has been segmented into store-based and non-store-based. The store-based segment accounted for the largest market share of 82.42% in 2020. The store-based segment has been divided into supermarkets & hypermarkets, convenience stores, and others. The supermarkets & hypermarkets sub-segment is expected to be the largest as these channels account for the maximum sale of hookah mixes. Convenience stores also play a major role in the distribution of hookah mixes.

Regional Analysis

On the basis of region, the global hookah mixes market has been categorized as North America, Europe, Asia-Pacific, and the Rest of the World. As per MRFR analysis, The Rest of the World (RoW) consists of South America, the Middle East, and Africa. The regional market accounted for the largest market share of 69.68% in 2020 and is projected to register a CAGR of 4.23% during the forecast period. The Middle East holds the largest market share in the year 2020 and is projected to be the same for the forecast period. The consumption rate of hookah is higher in Middle Eastern countries such as the United Arab Emirates, Kuwait, and Saudi Arabia. In these countries, water pipe (hookah) smoking is prevalent among the general population. The prevalence of hookah consumption has increased over the past few years in Iran as well. Asia-Pacific is a lucrative region for the manufacturers of hookah mixes. It accounted for a 16.14% market share in the global hookah mixes market. The market in the region is projected to expand at a CAGR of 4.54% during the forecast period. India is believed to be one of the first places where hookah was used. India's market has gained immense popularity for hookah in recent years. The number of bars, pubs, and restaurants offering tobacco-free or flavored hookah to youth without any regulation has increased. According to the data published by European Union, the water pipe (hookah) is the most used tobacco product, with 12% of EU citizens having tried it at least once. The increasing number of hookah bars, methods of advertising, and social behaviors are increasing the prevalence and popularity of hookah in the region. Moreover, the growing trend of newly added flavors in hookah makes the products appealing to consumers, driving the hookah mixes market growth in the region. Growing social acceptance of hookah tobacco in lounges and cafes are further boosting the market growth.

Key Findings of the Study:

• The global hookah mixes market is projected to register a growth rate of 4.25% from 2021 to 2028.


• The tobacco-based segment is estimated to retain its dominance with a share of 83.40% till 2020 whereas, the non-tobacco-based segment is projected to record the highest CAGR of 4.62% during the forecast period.


• The blends segment accounted for a larger market share of 40.82% in 2020 whereas, the fruit segment is projected to record the highest CAGR of 4.54% during the forecast period.


• The bars & pubs segment accounted for the largest market share of 76.26% in 2020 whereas, the household segment is projected to record the highest CAGR of 4.40% during the forecast period.


• The store-based segment is estimated to retain its dominance with a share of 82.42% till 2020, whereas the non-store-based segment is estimated to register the highest growth rate of 4.90% during the forecast period.